高等教育管理文库Library of
Administration in Higher Education
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the adminsitration includes all people, from officers to those on the clerical and secretarial level. this would normally include in our thinking, presidents, deans, directors, department chairs, and assistant directors. admissions 招生 the status of enrollment programs when there were sufficient numbers of students in th emarket place. the function of the admissions office at that time is to make sure the wrong people do not get into the school. attitudes 态度 a key ingredient in being able to influence people. people makes decisions based to a large extent on their attitudes. attribute data 特征信息 purely physical data such as age, sex, income, and place of residence. augmented product 宣传产品 the surprises that a student finds on the campus once he or she has enrolled, beyond or contrary to expectaitons. barrier management 障碍管理 in may cases, particularly with the nontraditional student, the school has to deal with barriers rather than appeals. lowering the barrier may be accomplished by making the school seem more appealing. brochure 小册子 a small publication, four to six pages, usually in one or two colors. causal 原因 as in a cause /effect relationship, many of the statistics used in matrix work are gained through causal analysis. climate 氛围；气氛 a main ingredient in successful enrollment program includes information flow and use, political systems, and the cultural systems (attitudes, beleifs, and trust). communication program 交际工程 the sum of amount, message, type, and quality constituting the ability of the school to communicate wit the marketplace. competition 竞争 those organizations or gropus that compete with the school for students. these may include churches, spouse, the armed forces, or other colleges. competition data 竞争信息 data colelcted about the competition. this includes such items as mailings, timing, messages, and appeals. component analysis 结构分析 the separation of data using prinicple component or factor analyssi to find what components cluster together. consumer satisfaction 消费者满意 a focus of the program from the faculty and staff shold be on the consumer. consumer satisfaction is a major ingredeient of an enrollment program. content 内容 the right way to do something, as in a career services or advisting program. convergence 一致；相似 reliability of information is assumed if similar answers are found to converge from various processes of investigation. conversion ratio 转换率 the percentage of individuals that move from one status of the enrollment program to another; that is, the conversion of inquires to applications could be represented by a conversion ratio. critical variables 基础变量 a part of the enrollment matrix that proves to be particularly critical for an individual school. demogrpahics 人口 normally thought of as the numbers of individuals in the marketplace at any particular time. some people also include ecnomic factors. diffusion 失散；流失 the movement of information within an organization. one of the critical reasons for a task force is to allow the task force to diffuse information to the organization. disturbance term 干扰期 that term in a causal formulation that includes ingredients not assumed in the model. emulators 仿效 individuals who make decisons based on their view of other people. these are individuals who emulate their peers in making enrollment decisions. enrollment management 招生管理 the overall management of enrollment, including all of the key variables associated with enrollment success. enrollment master plan 招生总计划 a total plan for the institution in terms of how it is going to meet its enrollment goals. this would include product and climate planning. enrollment matrix 招生矩阵 a three-dimensional matrix allowing a unique andlaysis of the enrollment situation at a given school. these dimensions comprise 1) key varibales, 2) critical attributes, and 3) attitudes and beliefs. (See the demonstraiton of the project in Ingersoll, p.13) enrollment situation 招生状况 The particular status of the school in regard to its enrollment efforts. environemnt 环境 the outside world and its impact on the organization. environmental data 环境信息 data colelcted in regard to the environmnet. this includes such information as enployment, economy, demogrpahics, attitudes, and beleifs. expectations 期望 what students expect from an institution as opposed to generic or augmented products. expected product 期望产品 the school of the future will have to include a minimal commitment to meeting all expectations. experiential options 经验选择 chances for people to have hands-on experience with a particualr program, such as internships and co-ops. fit 合适；匹配 the way the institution cooridinates with the marketplace in terms of expectations, meeting attitudes and beliefs. focus group 研究组 a small group of about six people gathered to explore a particular topic in a research environment. four-box model 四盒模式 a model used to develop communication systems. includes rapport, wants and needs, problems, and making the right decisions. fundamentals 基础 an enrollment program should have at least the minimum fundamentals. this would include the ability to communicate with the marketplace, a good enrollment management plan, and trained and developed staff members. fundamental programs should have a good data system. future product 未来产品 what the institution will do in the future in terms of attracting students from the product prerspective. generic product 类属产品 what the marketplace thinks about an institution without knowing anything about it, as in the generic image of a community college. goal statement 办学定位 this includes the numbers, type, geogrpahy, and other factors that will make up the enrollment goals. influence 影响 the ability of the school to change students' minds. the school of te future will have to do a better job at influence. influencitals 有影响的人 those who have impact on a student, such as teachers, conselors, or parents. inner-directed 内部信息型 quality possessed by those individuals making decisions based on internal feelings. inquiries 咨询 students who actually inquire for information about the school, as opposed to referrals (individuals whose names have been given to the school by another person). institutional image 组织形象 what people in th emarketplace think about the institution without prompting. management information 管理信息 this is the data used to manage a program. it nromally includes inquiries, applications, complete applications, campus visits, deposits and acceptances. this usually compares one year to the next. marketing 营销计划 often thought of as advertising or public relations; marketing includes all aspects of the matrix. marketing approach 市场营销法 any approach to enrollment management that includes marketing. matrix 矩阵 a systemiatic set of variables that impact a particular situation. matrix management 矩阵管理 the management of the key variables in terms of a particular issue. metastrategies 元策略 overall strategies that guide a enrollment program. need-driven 按需 quality possessed by individuals making decisions about enrollment based on basic needs. nontraditional students 非传统学生 those students who are not typical high school seniors, usually designated by age or time out of high school. outer-directed 外部信息型 quality possessed by those individuals who are making decisions about enrollment based on what is happening in the outside world. the opinions and feelings of others will be particularly important. packaging 包装 the development of a product that includes many elements. the removal of one element decreases the value of the package. peers 同伴 fellow students who have great influence on decision-making. process 过程 those aspects of a situation that generally relate to how people work together. product 产品 what the student is purchasing from the institution. rapport 信任 this may generally be seen as trust or the ability of an individual to gain a commitment of time and energy from a potential student. recruitment 招生 the second stage of enrollment programs after the admission stage. in this stage, the goal is to get as many students to inquire as possible. relationship management 关系管理 the ability of a school to manage its relationships. this will be a key to enrollmetn success in the future. relationships 关系 all aspects of the connection between the school and the student, the ability of the school and people at the school to give time, energy, and commitment to the student. resources 资源 those data aspects of the matrix that dealw ith the items needed to conduct a particular part of the program. segmentaiton 成分分析；成分分类 dealing with the particulat parts of the market. age, geogrpahy, or values may be used to segment. services 服务 those items that support an academic program. such as career counseling, financial aid, and advising. thses become a critical part of the package. strategy 策略 that plan or package that is designed to allow the school to find its niche or position within the marketplace. the strategies should begin to orient people at teh institution in terms of direction and energy. tactical strategies 战略 the strategies the institution will use to meet its enrollment goals. talent development 人才培训 the training and development of people invilved in the enrollment program. task froce 行动小组 a group of people banded together to assist the school in developing tactical strategies and desired states. these individuals are generally grouped together to diffuse information to the environment and to deal especially with climate issues. threefold planning 三步计划 the development of an enrollment program through three steps: goals, tactical strategies, and actions. time factors 时间因素 that part of a causal equation that includes the impact of time. traditional 传统的 a student wo is generally considered to be a high school senior transitional states 过度时期 those intermediate states that occur between the present and desired states. knowing thses can help one see progress toward the desired state. validity 效度 successfully linking data and information to action. values 价值 those perceptions, attitudes, and beleifs of individuals that may have a key impact on their enrollment decisions. viewbook 宣传手册；简章 a small publication (ususally 16 to 32 pages) that may be among the first publicaitons the student recieves. |
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